000			01387cam a2200217u 4500
999			_c38122 _d38122
001			31010
008			210926b xxu||||| |||| 00| 0 eng d
020			_a9781260570830
082			_a659.1 AR CO
100	1		_aArens, William F. _937063
245	1	0	_aContemporary advertising _cWilliam F. Arens, Michael F. Weigold, Christian Arens
250			_a16th ed.
260			_aBoston : _bMcGraw-Hill Irwin, _cc2021.
300			_axl, 712 p. : _bill ; _c26 cm.
520			_aContemporary Advertising, 16/e, is one of the best-selling advertising texts in this field. Known as the coffee table book for Advertising, it is known for its current examples, the authors ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.
650	1	4	_aAdvertising. _9669
700	1	0	_aWeigold, Michael F., _d1958- _937064
700	1	0	_aArens, Christian. _937065
856			_uhttps://protect-za.mimecast.com/s/yEdtCpgn2pinX7LXI0beC-?domain=elibrary.gemzplatform.com _zEbook
942			_cREGULAR _2ddc